SEO keywords form the backbone of any SEO strategy and you should focus on it extensively.
Step 1: Keyword research
It is very important to look at your topic and keyword strategy as early as attainable in any SEO effort.
Step 2: Site architecture
Coming up with design for an internet site may be terribly tough. At this stage, you would like to seem at your keyword analysis and also the existing web site (to create as few changes as possible). You can think of this in terms of your site map. You need a hierarchy that leads web site guests to your high-value pages (i.e., the pages wherever conversions square measure presumably to occur). Obviously, an honest web site hierarchy permits the fogeys of your “money pages” to rank for relevant keywords, that square measure probably to be shorter tail. Most product have an apparent hierarchy they match into, except for product with descriptions, categories and concepts that can have multiple hierarchies, deciding on a site’s information architecture can become very tricky. Some of the trickiest hierarchies, in our opinion, can occur when there is a location involved. In a perfect world, you may find yourself with one hierarchy that’s natural to your users and offers the nearest mapping to your keywords, however whenever there square measure multiple ways that during which folks seek for constant product, establishing a hierarchy becomes difficult.
Step 3: Keyword mapping
Once you have got an inventory of keywords and an honest sense of the general design, begin mapping the most important relevant keywords to URLs. When you do that, it’s terribly straightforward to identify pages that you simply were considering making that aren’t targeting a keyword (perhaps you would possibly skip making these), and, more importantly, keywords that don’t have a page. If this stage is inflicting you issues, revisit step 2. Your site architecture should lead naturally to a mapping that is easy to use and includes your keywords.
Step 4: Site review
Once you’re armed along with your keyword mapping, the remainder of the positioning review can flow additional simply. For example, once you square measure observing crafting your title tags and headings, you can refer back to your keyword mapping and see not only whether there is appropriate use of tags (such as the heading tag), but also whether it includes the appropriate keyword targets.
Keyword Cannibalization – Keyword cannibalization generally starts once a website’s info design incorporate the targeting of one term or phrase on multiple pages of the positioning. This is usually done accidentally, however it may end up in many or maybe dozens of pages that have constant keyword target within the title and header tags. Search engines can spider the pages on your web site and see four (or 40) totally different pages, all on the face of it relevant to 1 explicit keyword. For clarity’s sake, Google doesn’t interpret this as which means that your web site as a full is additional relevant to snowboards or ought to rank beyond the competition. Instead, it forces Google to decide on among the various versions of the page and choose the one it feels most closely fits the question. When this happens, you lose out on variety of rank-boosting features:
Internal anchor text – Since you’re pointing to so many different pages with the same subject, you can’t concentrate the value and weight of internal, thematically relevant anchor text on one target.
External links – If four sites link to 1 of your pages on snowboards, 3 sites link to a different of your snowboard pages, and six sites link to yet another snowboard page, you’ve split up your external link value among three topically similar pages, rather than consolidating it into one.
Content quality – once 3 or four pages of writing regarding constant primary topic, the value of your content is going to suffer. You want the simplest attainable single page to draw in links and referrals, not a dozen bland, repetitive pages.
Conversion rate – If one page is changing higher than the others, it’s a waste to own multiple lower-converting versions targeting constant traffic. If you want to do conversion tracking, use a multiple-delivery testing system, A/B or multivariate.
So, what’s the solution?
The distinction during this example is that rather than each page targeting the one term snowboards, the pages square measure targeted on distinctive, valuable variations and all of them link back to an imaginative, canonical source for the single term. Google will currently simply determine the foremost relevant page for every of those queries. This isn’t simply valuable to the search engines; it additionally represents a much better user expertise and overall info design. What must you do if you have already got a case of keyword cannibalization? Employ 301s generously to eliminate pages competitive with one another among SERPs, or figure out how to differentiate them. Start by identifying all the pages within the design with this issue and confirm the simplest page to purpose them to, and then use a 301 from each of the problem pages to the page you wish to retain. This ensures not solely that guests hit the proper page, however additionally that the link equity and connection designed up over time square measure guiding the engines to the most relevant and highest-ranking-potential page for the query. If 301’s aren’t practical or feasible, use canonical tags.